itsHome

The objective

Maximizing customer reach

itsHome is a financial services company that offers tools and personalized services, providing prospective buyers with an easy journey to home ownership. When interest rates skyrocketed to unprecedented levels in late 2022, the company decided to revise its marketing approach with a focus on producing organic content. In doing so, itsHome turned to TikTok to capitalize on the platform's ability to reach potential customers organically.

The solution

Driving customer acquisition with organic content

Given the success of organic content on TikTok, itsHome formulated an always-on organic media strategy. The brand focused on producing content that played into the strengths of the platform. Specifically, itsHome leaned into the platform's creative best practices to develop entertaining, educational, and culturally relevant content that resonated with TikTok's core values of creativity and authenticity.

itsHome's creative was produced in-house by an internal team of employees who developed content specifically for TikTok, meaning the team was able to capitalize on popular trends, sounds, and effects found on the platform. For example, in the spring of 2023, Taylor Swift kicked off her Eras Tour and has been trending online ever since. In April, itsHome created an organic video that explored how much it would cost to be Taylor Swift's neighbor. This is a prime example of how brands can add their own spin to trending topics when creating organic content on TikTok. itsHome leveraged Taylor Swift's online popularity to maximize awareness for its own services.

Leaning into the power of organic content, itsHome was able to build brand awareness and connect with potential customers in a genuine and relatable way.

The results

A home run

Investing in an organic content strategy proved wildly successful. 18% of itsHome inquiries came from organic content and these organic inquiries drove a 59% higher conversion rate compared to paid inquiries, meaning that investing in organic content increased not only the volume of inquires that itsHome received, but also their quality. Clients reported that organic inquiries were associated with higher values and had a higher conversion rate than paid inquiries, proving an especially important advantage in today's challenging housing market.

With this kind of success, itsHome will continue to leverage TikTok to drive customer acquisition. In the future, the brand plans to continue invest in an organic media strategy.